It’s been a mixed bag for Sony Ericsson, it has seen a dip in its market share in India over the last few years, but witnessed growth in particular segments of mobile purchases and usage. Recently, the mobile handset company restructured its India strategy and is now focusing more on retail and distribution.
In an exclusive conversation with exchange4media, Anurag Kontu, Marketing Head, Sony Ericsson, said, “We have recently made a major launch with Xperia X10 and Vivaz and will continue to sustain these in the coming months. We have seen tremendous results and are rather optimistic. We will also be expanding our portfolio to allow customers to choose from a variety of Sony Ericsson products.”
Elaborating further on the India plans, Kontu said, “The Indian market has given us so much success, specifically in the Walkman range of products. We, as an organisation, take trends and gauge what are the best propositions in that market and how we can address those specificities. While there are products that we are making to suit the Indian market, there are also products that are globally available and built upon the needs of a particular market. From India’s perspective, it has clearly been the Walkman and the Cybershot range and that is why we have recently announced two new Walkman products, which we are confident will reinstate our leadership in the mobile music space.”
Riding the digital wave
Underlining the importance of digital marketing, Kontu said, “About 25 per cent of our marketing budget has been set aside for digital marketing as we want to engage our consumers and help them make the right choice. We are investing a lot of our resources on finding new applications and communicating the same via our social networking initiatives. Thus, our customers can continue to interact even after purchasing the product and give their feedback.”
On how Sony Ericsson is leveraging the social media, he added, “We believe that it is just not just about connecting with various social networking sites like Facebook through the handset, it is also about how all of these platforms can be converged as one so that all the communication can be brought together on one screen. If we don’t have it today, we are out of the game. This is what we have done with an application called ‘Timescape’ in the new Xperia phone that converges not just the social networking platform, but any form of communication.”
On going green
The telecom industry has been increasingly adopting eco-friendly practices such as using solar power and wind energy. On Sony Ericsson’s green initiatives, Kontu said, “We have been the pioneer in all the Green Heart initiatives, which has been the core of our business. These are industry evolutions and anything that at the end of the day helps in reducing carbon emissions in the environment. Such are initiatives are more than welcome and integrated in Sony Ericsson’s operations. As technology evolves, it will make our manufacturing more eco-friendly.”